The State of Tracking Quality
We audit the tracking setup of thousands of public websites. Here is what the data says about how the web actually measures conversions — and where nearly everyone gets it wrong.
How sites score
The checks most sites fail
Share of audited sites that fail or warn on each of the 13 checks.
| Check | Pass | Warn | Fail |
|---|---|---|---|
| Consent on custom pixels | 0% | 0% | 100% |
| Consent Mode v2 | 9% | 0% | 91% |
| GA4 measurement ID | 41% | 0% | 59% |
| Purchase event carries revenue | 91% | 0% | 9% |
| Tracking on deep pages | 55% | 39% | 6% |
| Meta Pixel | 28% | 72% | 0% |
| TikTok Pixel | 13% | 87% | 0% |
| Single GA4 property | 85% | 15% | 0% |
| Consent banner | 33% | 67% | 0% |
| Duplicate GA4 event tags | 0% | 100% | 0% |
| GTM container | 35% | 65% | 0% |
| PII in URL | 100% | 0% | 0% |
| Google Ads conversion | 28% | 72% | 0% |
| Tracking script weight | 97% | 3% | 0% |
| GTM debug mode | 100% | 0% | 0% |
| HTTPS | 100% | 0% | 0% |
| DataLayer initialised | 34% | 66% | 0% |
By platform
See the full, live breakdown on the benchmarks dashboard.
Most-detected vendors
Methodology
Figures are computed from the 303 most recent successful public audits in the TagEasy corpus. Each site is scored 0–100 across 13 tracking-quality checks (GA4, GTM, Consent Mode v2, PII exposure, pixel presence, duplicate properties, script weight, and more — see what the audit checks). Sites that block automated scanners are excluded.
Based on 303 scored audits — the most recent 5,000 in the corpus, recomputed hourly. Computed Sep 2, 2026, 06:25 AM UTC.
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